Abstract:

This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers' needs play in such a relationship. The analysis is done in two very different but equally important markets in the Asia Pacific rim: China and Japan. Whilst Japan is currently the largest Asian market for cosmetic products in terms of penetration, the sheer size of China's population makes the country a source of enormous potential growth for any brand owner. The learnings discussed in this paper aim to provide a framework that marketers can use to plan their brand strategy on the basis of what drives brand equity and the needs that are important to consumers in each market, thus being able to build a closer relationship between their brands and consumers.